Your welcome series is the true gateway into your brand. Sure, customers can find you on social media and peruse your website before they sign up for your newsletter. However, your welcome series is the first time they get a one-on-one, personalised experience with your brand. So, it’s important you make the best impression.
Doing so can ensure that customers form a quick, long-term bond with your brand. Above this, it can make them more likely to purchase (and place larger orders), which helps your brand grow exponentially.
It’s more than money, money, money, though. It’s about creating an unforgettable experience that leaves customers feeling like all their questions have been answered. Not sure what to include in yours? Here are some elements you don’t want to miss.
Lifestyle Images
Lifestyle images don’t need to look like a magazine spread. They don’t even need to be professionally shot if you don’t have the budget for this yet. They’re simply images that show your product being enjoyed in real life. For a makeup brand, for example, it’s an image of someone applying your product. For a pet brand, it’s a pooch or cat living it up with your product, and so on.
Lifestyle images are critical as they provide a real example of how your product functions, what it looks like and what it does. It gives your customers the ability to envision the product in their own lives, boosting their likelihood of purchasing.
A Story From The Owner
Yes. You likely have an About Us section on your website. That’s great! How many About Us sections can you truly say you’ve read? Not many, right? So don’t assume your customers are reading yours.
Instead, use your welcome series to provide a snapshot of your story and mission. Tell your customers why you started, what you stand for and why you do what you do. Tell them a bit about who you are as a person. This not only allows your customers to connect with you, but it also gives them the chance to align with your mission, making them more likely to purchase from you if your story rings true.
Share Your Socials
Even the most perfect customers won’t open all of your emails. So, it’s ideal to give them the opportunity to interact with your brand, even when you aren’t sending them campaigns. In the early stages of your welcome series, when they’re likely to be more attentive, tell them about your social media platforms and where they can find you digitally. Share some of your best posts with them and show them what they’ll experience by following you eg. behind the scenes content.
Customer Reviews
Proof is everything in a good marketing strategy. Are you showing your customers why your brand is the number one choice for them? Telling them about all of your product benefits is one thing, but showing them why other customers are really loving your brand is another. Take the time to share some reviews, feedback and even user generated content in your welcome series. This gives them proof beyond what you’re preaching, helping them to see the real benefits of buying.
Any Special Features
Special features, such as free returns, free shipping, 10% off or any first-time offers need to be prevalent in your welcome series, as it helps customers see the benefit of adopting your product quickly. When adding these features, be clear about any conditions associated with them. For example, is free shipping available over a certain price threshold? Alternatively, is the discount only available for a limited time? This clarity guarantees your customers don’t get too lost in the transaction process, which could otherwise cause them to back out of a sale.
The Email By Design Team Can Build You A Strong Welcome Series
Including all of the above, and more, in your welcome series can be overwhelming and it is an art form in itself. Not sure how you can condense all of this information into one email series without over-stuffing your emails? Our team is here to help. Book a free 15-minute consultation to get started today.
